As in the past, strategy‘s awards (AOY, MAOY and DAOY) kicked off with an open call to Canadian agencies to submit their best campaigns from the previous year.
For Agency of the Year and Digital Agency of the Year, we shared the submitted work with senior agency and marketing executives across the country, asking them to choose the agenies they felt should advance to the shortlist based on their body of work. Points were awarded based on how many times an agency was selected, and those with the most points were invited to be on the shortlist.
The finalist agencies were then invited to submit campaigns (five for AOY and three for MAOY and DAOY) that represented the best work they had done in the 12 months preceding. Separate judging panels, all industry professionals, then marked the campaigns online and in isolation.
In all categories, each campaign was given two marks from one to 10 based on strategic insight and the ability to execute the idea creatively. Judges who declared conflicts were omitted from the scoring process on the applicable cases or agencies. The MAOY jury also chose the Media Director of the Year and the Next Media Star.
The scores were totalled and averaged with equal weighting, and the agency with the highest final score was the winner. The shortlisted agencies and their scores are listed below and on the next page.
AOY SCORES
Creativity
DDB 7.17
John St. 7.10
Taxi 6.92
Lowe Roche 6.72
BBDO 6.70
Leo Burnett 6.64
Ogilvy 6.58
Cundari 6.47
Sid Lee 6.32
Capital C 6.02
Rethink 5.93
Strategy
DDB 6.88
John St. 6.77
Taxi 6.61
Ogilvy 6.41
Lowe Roche 6.36
Cundari 6.21
Sid Lee 6.11
BBDO 6.08
Leo Burnett 5.99
Rethink 5.94
Capital C 5.66
Total
DDB 14.05
John St. 13.87
Taxi 13.53
Lowe Roche 13.08
Ogilvy 12.99
BBDO 12.78
Cundari 12.68
Leo Burnett 12.63
Sid Lee 12.43
Rethink 11.87
Capital C 11.68
MAOY SCORES
Creativity
Jungle 7.53
OMD 7.33
Media Experts 6.85
ZenithOptimedia 6.78
PHD 6.65
Mindshare 6.56
MEC 6.44
Target 6.43
MediaCom 6.39
MPG 6.28
Starcom MediaVest Group 6.28
Cossette 6.25
Carat 6.18
Maxus 5.19
Strategy
OMD 7.15
Jungle 7.09
Media Experts 6.83
ZenithOptimedia 6.69
PHD 6.67
Target 6.63
MediaCom 6.55
Carat 6.51
MEC 6.37
Mindshare 6.27
Cossette 6.16
Starcom MediaVest Group 6.15
MPG 6.10
Maxus 5.49
Total
Jungle 14.62
OMD 14.48
Media Experts 13.68
ZenithOptimedia 13.47
PHD 13.32
Target 13.06
MediaCom 12.94
Mindshare 12.83
MEC 12.81
Carat 12.69
Starcom MediaVest Group 12.43
Cossette 12.41
MPG 12.38
Maxus 10.68
DAOY SCORES
Creativity
Tribal DDB 7.95
John St. 7.81
Taxi 7.48
Leo Burnett 7.28
Zulu Alpha Kilo 7.27
BBDO 7.26
Cundari 7.15
Proximity 7.11
Grip Limited 6.77
Twist Image 6.77
Capital C 6.64
Cossette 6.52
Strategy
Tribal DDB 7.69
John St. 7.49
Leo Burnett 7.24
Taxi 7.23
Zulu Alpha Kilo 7.21
Cundari 7.20
Proximity 7.18
Grip Limited 6.87
Twist Image 6.69
Capital C 6.69
BBDO 6.60
Cossette 6.28
Total
Tribal DDB 15.64
John St. 15.30
Taxi 14.71
Leo Burnett 14.52
Zulu Alpha Kilo 14.48
Cundari 14.35
Proximity 14.29
BBDO 13.86
Grip Limited 13.64
Twist Image 13.46
Capital C 13.33
Cossette 12.80